Food

Fresh, packaged and frozen foods both regular and diet/light.

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2008 GOLD

Childhood is Calling

With growing pressure from an already noisy category, the only cereal that talks realized that perhaps it was talking to the wrong people. Research uncovered a strong but latent affinity for Rice Krispies, especially amongst moms - who had fond memories of listening to the Snap! Crackle! and Pop! of the cereal, or of making Rice Krispies treats with their own moms. The new campaign targets moms, reminding them that all it takes is a bowl of Rice Krispies to spark a simple, meaningful moment of connection with their kids.

Brand: Kellogg's Rice Krispies
Client: The Kellogg Company
Agency: Leo Burnett
Language: English

2008 SILVER

Wobbly World

Gerber Graduates' Wobbly World campaign differentiates life with a baby from life with a toddler, within the context of feeding time. By embracing the rambunctious world of toddlerhood, the campaign celebrates mom's ingenuity through the madness, and positions the convenience and steady nutrition of Gerber Graduates as a vital ally along the front lines of this wobbly world.

Brand: Gerber Graduates
Client: Gerber Products Company
Agency: Draftfcb
Language: English

2008 SILVER

What's Yours?

By July, 2006 Raisin Bran Crunch sales were down 24% and market-share had reached an al'time low. We had to turn RBC around quickly or risk being pulled off the shelf completely. We set out to understand our consumer base and found one group to be more passionate, niche and unique within the category than all the others...men. The 'What's Yours?' campaign came to life with three middle-America men who no matter where they are or what they are doing, a passionate debate over what's best about RBC ensues.

Brand: Raisin Bran Crunch
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English